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Changing times
Michael Nutley, Editor, New Media Age
While online agencies have had a fruitful past year, all eyes are on the coming 12 months and the tighter economic situation they are expected to bring. With online media’s strengths of account ability and target ability, coupled with its continuing growth as an advertising medium while all others decline, the industry is in a better position than most. But that’s no reason to be complacent and digital has its fair share of struggles ahead, discovers nma editor-in-chief Michael Nutley
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Digital will sweep TV aside
John Cole,MD,Adknowledge SocialAdvertising
When I first heard someone say social advertising would be bigger than TV, I couldn’t believe my ears. It was only a few years ago that scepticism about online’s ability to surpass print as an ad medium was prevalent, so people suggesting that social advertising would overtake TV, the most powerful ad medium ever devised, sounded unlikely.
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It’s now time for prudence
Keith Hunt,managing partner, Results International
"It’s the economy, stupid." When Bill Clinton’s campaign strategist coined this phrase in the early-1990s, it felt like there was no more pressing issue on the world stage. Once again, it’s the all-consuming question at the time of writing and there’s little doubt that our sector will feel the effects of the now inevitable economic downturn. The current signs are that marketing spend is likely to hold up. It won’t be at the high growth rates of yesteryear, but it’s currently around 18%,which is more than acceptable, boosted by the continued movement of money from offline into online channels.
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